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we make a HUGE deal out of it. they're only in 2nd and 1st right now. BUT it's a critical time, setting tone for everything we feel. reading is done but learning to read longer/harder/with more expression.... math getting harder, etc. good grades are critical. our kids understand these grades have meaning. the military, google, the white house, etc etc etc anywhere important they want to work will see these someday and they will follow them forever no way to escape them. good grades are expected, not hoped for. and they're rewarded very, very generously.